GHD / Breast Cancer Now: Empathy beats sympathy.

The Challenge

ghd’s celebrity endorsed Breast Cancer campaigns were losing impact and so they needed to find another way to encourage women to support the cause.

The Unlock

Our neuro-map led us to use EMPATHY BIAS - a behavioural science model that would allow ghd to create a more meaningful and emotive connection with their audience.

The Solution

Instead of a product story we told a real human story, of women who turn their mastectomy scars into works of art, creating their own stories of self-expression, empowerment and pride.

The Results

£750,000 Raised for Breast Cancer Charities

93% Increase in brand awareness

“Our work with Southpaw has seen the My Tattoo, My Story project become the most successful campaign in history of ghd supporting breast cancer charities.”

Montse Passolas

Global Branding & Marketing Director, Coty